White Paper #4: Driving successful launches through the proper implementation of internal alignment.

According to the Launch Marketing Report: The Marketer’s Perspective, launches fail due to three main reasons:

  • Lack of internal alignment.
  • Slow internal processes.
  • Ineffective marketing comms.

In this White Paper we aimed to tackle the lack of internal alignment and how this can be overcome regardless of company size. It appeared that the role of innovation within an organisation also has an enormous effect on how effective the company can implement it.

The council members included representatives from the National Trust, Godiva Chocolatier and Diageo with two differing and insightful case studies from Niall at Dragonfish and Manuela at Danone. We thank all the members for being involved and look forward to the next one.

This white paper was produced with the help of 9 panellists: